From the rise of AI to weather and economic shifts, several forces are influencing where travelers spend in 2025. Here’s what we’re seeing, what local tourism leaders are saying, and how your Lake George business can stay visible, flexible, and competitive in this changing landscape.
The AI Effect: How Artificial Intelligence Is Changing the Way Tourists Search
Artificial intelligence is transforming the way travelers find vacation inspiration and plan their trips. AI-powered tools like ChatGPT and Google’s AI Overviews and AI Mode are reshaping search experiences, and that means less traditional website traffic and more reliance on curated, authoritative content that AI models trust.
According to a survey conducted by Matador Network, 64% of travelers have already used or expect to use AI in their trip planning.
This number underscores the growing influence of AI in shaping travel decisions—and reinforces the need for tourism businesses to maintain strong visibility on trusted platforms where AI tools are likely to source their content.
As AI-generated results become more common, it’s not unusual to see a 20–30% decline in website traffic compared to previous years. These shifts don’t necessarily reflect decreased interest—they highlight how AI is becoming the new front door to discovery. Currently, tracking a business’s visibility on AI platforms is still a manual process, but improved reporting tools are expected in the near future.
To remain visible in this evolving landscape, businesses need to prioritize placements on authoritative, regionally trusted platforms that AI is more likely to recognize and reference.
That’s where sites like LakeGeorge.com come in. As a long-established regional travel authority, LakeGeorge.com acts as an important content partner and backlink source that AI tools are likely to trust. When your business is featured or linked on a site with strong domain authority, it helps boost your visibility not just in search engine optimization (SEO), but in AI-generated travel planning responses, too.
Sam Luciano, President of Fort William Henry, shared that even subtle shifts are noticeable. “We have put more of an emphasis on guest reviews and blog mentions to help boost visibility in AI-driven searches,” he said. In short: the game is changing, but the solution remains grounded in strong content, reputation, and trusted link-building.
The Economy and the Emotional Wallet
As the stock market continues to fluctuate, many tourism professionals are watching consumer confidence closely. While there’s optimism, there’s also caution.
“We are cautiously optimistic about the summer season,” said Gina Mintzer, Executive Director of the Lake George Regional Chamber of Commerce & CVB. “The Lake George area continues to be a reliable and appealing vacation destination—offering…a wide variety of activities for all ages, many of which are free or budget-friendly…the region tends to perform well during times of economic uncertainty.”
Luciano echoed this optimism, noting that current reservations remain strong despite potential challenges. He explained how their team is responding proactively to recent market shifts:
“We have launched special offers for Canadian visitors, VIPs, and budget minded travelers. We have opened up our sales department to sell to more groups in the summer. And, we have lessened our reservation restrictions, such as minimum length of stays.”
International Tourism Trends: What the Data Shows
While domestic travel remains strong, local lodging businesses are seeing notable changes in international travel patterns this year.
For some, year-over-year website traffic data reveals an approximate 51% drop in international sessions, with especially sharp declines from key nearby markets—Canadian traffic is down 84%, and the United Kingdom has dropped 71%.
This reflects a broader trend likely impacting many regional tourism businesses. Political and economic factors and shifting traveler mindsets may be deterring international visitors, prompting businesses to focus more on cultivating and converting local and regional travelers instead.
What Experiences Will Thrive?
Economic uncertainty often leads travelers to prioritize both value and meaningful moments. According to Mintzer, there’s a growing demand for experiences that promote wellness, family connection, and quality time—like scenic boat rides, nature walks, or lakeside s’mores by the fire.
This aligns with broader travel trends emerging across the Northeast: slower travel, “calmcations,” and interest-based getaways that emphasize peace, personal connection, and emotional value over extravagance. Travelers aren’t just spending less—they’re spending more intentionally. Businesses that speak to these evolving values will be better positioned to attract visitors seeking both affordability and authenticity.
“We’re encouraging travelers to reconnect with their ‘happy place’ that’s just a tank of gas away,” Mintzer shared. “Our messaging highlights the many pet- and family-friendly lodging options, attractions, and dining experiences that make the Lake George region a convenient and affordable getaway.”
In this environment, flexibility and visibility are more important than ever. Businesses that showcase real-time availability, highlight value-driven packages, and deliver standout experiences will be better positioned to capture attention—and bookings.
So… What Can Your Business Do to Adapt?
The short answer? Shake things up.
With travelers planning closer to arrival dates, staying fewer nights, and seeking more value, your marketing strategy needs to reflect the moment. That means shifting messaging to emphasize budget-friendly experiences, emotional connection, and quality over quantity.
It also means showing up beyond your own website. Travelers are finding inspiration on social media, in video content, and on trusted regional platforms. Emotional storytelling—shared through Instagram Reels, blog mentions, local news features, or even a TikTok from a happy guest—can make a bigger impact than a static ad. The more others are talking about you, the more visible you become in search, in AI tools, and in the minds of potential visitors.
Invest in visibility across platforms. Share your story where it can be discovered—whether that’s a video tour, a local guide’s recommendation, or a feature on LakeGeorge.com.
This year’s most successful businesses won’t wait to be found. They’ll meet travelers where they are, speak to what they need, and stay top-of-mind by showing up in the right places at the right time.
Make the Most of the Season with Our Help
With travelers actively exploring the Lake George region, now’s the perfect time to get your business in front of the right audience. Whether you’re promoting a new offering, highlighting seasonal specials, or looking to boost visibility, we’re here to help with unique and flexible marketing packages tailored to your needs.
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